47911

Renata Huhn Nunes
Angilberto Sabino de Freitas
Fernanda Leão Ramos

Revista Brasileira de Gestão de Negócios

Objetivo: – O objetivo deste estudo é investigar como o consumidor é influenciado em sua intenção de compra após ter acesso, em mídias sociais virtuais, a mensagens com capacidade de persuasão passadas por líderes de opinião digitais. Metodologia: – Coleta de dados via questionário digital (survey) e análise de dados via modelagem de equações estruturais. Resultados: – Observou-se que um líder de opinião digital capaz de gerar mensagens persuasivas consegue mudar a atitude de seus seguidores e fazer que aceitem a informação fornecida, influenciando a intenção de compra dos produtos avaliados. Contribuições: – Os resultados apontam que foi possível verificar a relação direta e positiva entre a capacidade de persuasão de uma mensagem e a aceitação da informação contida nessa mensagem e entre a mensagem persuasiva e a mudança de atitude em relação à compra do bem avaliado por ela. Isso realça a relevância desses líderes de opinião para a definição de estratégias de marketing pelas empresas.

aceitação de informações, atitude, intenção de compra, líderes de opinião digitais, Mídias sociais virtuais

NUNES, R. H.; FREITAS, A. S.; RAMOS, F. L. Efeitos das Recomendações de Líderes de Opinião em Mídias Sociais sobre a Intenção de Compra de seus Seguidores. Revista Brasileira de Gestão de Negócios, v. 20, n. 1, p. 57-73, 2018.

Nunes, R. H., Freitas, A. S., & Ramos, F. L. (2018). Efeitos das Recomendações de Líderes de Opinião em Mídias Sociais sobre a Intenção de Compra de seus Seguidores. Revista Brasileira de Gestão de Negócios, 20(1), 57-73.

10.7819/rbgn.v20i1.3678

https://www.spell.org.br/documentos/ver/47911/efeitos-das-recomendacoes-de-lideres-de-opiniao-em-midias-sociais-sobre-a-intencao-de-compra-de-seus-seguidores/i/pt-br

Artigo

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